Most technology companies claim to have innovative products. And they use thought-leadership content at the beginning of the buying cycle to get the word out and build awareness. But often what they claim is thought leadership is simply a reverse... Continue reading

Content marketing is all about wooing the customer. You draw them in with incredibly useful content that they can’t help but dive into. You make yourself so invaluable that you’re the first person they think of when they have a... Continue reading

The marketing pundit machine has been extolling the virtues of brand storytelling for some time now. Media outlets across the web have touted the idea of using of storytelling techniques to improve marketing content’s ability to forge an emotional connection... Continue reading

I read a lot of B2B marketing content from technology companies. As a writer who creates content for these companies, I constantly peruse white papers, case studies, brochures, blogs and anything else I can get my hands on from my... Continue reading

During the Mad Men era, advertising was much more of an art than a science. When Don Draper tried to sell his clients on a new campaign, more often than not, he relied on his good looks and gift for... Continue reading

When it comes to making your mark with content marketing, what’s more important—quality or quantity? The answer is a resounding “Both.” Today, everyone’s a content marketer. To get seen, you need to create enough content and promote it in enough... Continue reading

Pity the poor print publication. The popularity of print of all types appears to be in freefall. Only 11 percent of marketers expect to increase their print ad budget over the next 12 months, while 32 percent expect to cut... Continue reading

A generation ago, getting straight As and 800s on the SATs could assure a student a spot at an Ivy League university. Today, judging from my vantage point of having completed dozens of alumnae interviews for my Ivy League alma... Continue reading

When marketers first started selling bottled water, they competed with free tap water by evoking images of pristine mountain streams. Over time, it became clear that bottled water was simply municipal tap water polluted with BPA from the plastic packaging.... Continue reading

Content marketing. Brand storytelling. Social media. This trifecta is the darling of the digital-marketing world. Reams of posts and pages have been written explaining why you should use these tactics and how to put them into practice. But at the... Continue reading

Marketers have long used social media to promote content. They’ll throw a white paper up on their website, blast a few promotions touting the paper to their Twitter, Facebook, and LinkedIn followers, and, with any luck, people will like, retweet,... Continue reading

From a customer’s perspective, marketing, sales, and advertising can seem like the little brother who keeps knocking over furniture, blasting his kazoo, and jabbing your shoulder to get your attention while you try to talk to your friends. It isn’t... Continue reading

Consider these scenarios: Your company has binged on acquisitions. While each was tasty in its own right, scarfing them all down at once has left you fumbling for the Pepto-Bismol—and customers seeing a disjointed jumble. You want to help your... Continue reading

Even during the heyday of “speeds-and-feeds” technology marketing, technology companies have always valued one type of brand story. The customer success story. After all, who else but a fellow customer can validate that a software application or technology solution actually... Continue reading

The advent of social media and digital-content marketing means that every marketer can now be a media mogul. You now have a cost-effective way to serve your market a cornucopia of rich information to make them aware of and help... Continue reading

If you were in charge of rolling out an app that lives and breathes online, you’d think the most natural way to market that app would be online. You’d be wrong. The SocialRadar mobile app tells you who’s in the... Continue reading

One of the great things about social media marketing is that it’s easy to measure the results of your efforts. But metrics in and of themselves are only numbers. They’re useful only when you employ them to measure progress toward... Continue reading

Ask any good marketer about their top five most critical best practices for any marketing program. Chances are most of them will include at least one lesson along the lines of: Try stuff. Test. Repeat. After all, no matter how... Continue reading

If you’ve ever taken Psychology 101, you probably learned about Abraham Maslow and his famous Hierarchy of Needs model. Maslow believed that people are motivated to fulfill certain needs. When one need is satisfied, a person moves on to the... Continue reading

When people talk about good advertising, they often bring up “The Big Idea.” They may dredge up the classic “Think Small” campaign for the Volkswagen Beetle. Or point to the legendary “Big Brother” ad where Apple successfully positioned itself against... Continue reading

The 1914 silent movie serial, “The Perils of Pauline,” was famous for putting Pauline in grave danger, menaced by pirates and Indians, until the dashing hero came to the rescue just as the credits began to roll. Technology companies have... Continue reading

A cool breeze is blowing when it comes to marketing writing for technology companies. Technology companies have long been rightfully known for their impenetrable writing style. It’s a style characterized by ponderous and passive sentences. A lot of dry discussions... Continue reading

As a marketer, your mission is to tell stories about your brand. And to make sure those stories have a happy ending. After all, you’re Chief Cheerleader for your brand, and your job is to spur your potential customers to... Continue reading

Pity the poor small company marketer. Like their counterparts at large companies, they face all the challenges of reaching their target market over ever more competitive channels. At the same time, they have to outshout competitors with bigger bullhorns while... Continue reading